Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/41521
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dc.contributor.authorAlmeida Santana, Armindaen_US
dc.contributor.authorMoreno-Gil, Sergioen_US
dc.contributor.authorBoza-Chirino, Joseen_US
dc.date.accessioned2018-07-10T13:18:46Z-
dc.date.available2018-07-10T13:18:46Z-
dc.date.issued2018en_US
dc.identifier.issn1099-2340en_US
dc.identifier.urihttp://hdl.handle.net/10553/41521-
dc.description.abstractThe globalization of markets has led destination marketing organizations to question whether their marketing strategies should appeal to cultural convergence or divergence, both in the media to be used (information sources) and in the content to be communicated (related to travel motivations). The purpose of this study is to investigate the "cultural convergence" and "media convergence" using data from a computer-assisted web interviewing survey on 17 European countries. The methodology uses multiple correspondence analysis, factor analysis, and cluster analysis to segment the market. The results identify both phenomenon (convergence and divergence) by culture (blocks of countries), media (set of information sources), and content (motivations). The 17 European countries were segmented by information sources into Ensurers, Ensurers with digital exploration, and Low-social media users and by motivations into Adventures and Pleasure, Socializing, and Rest with Knowledge. An overall understanding of these segments and the paradoxical cultural and media convergence will serve as a tool for destination marketing organizations in the development of their segmenting and communication strategies, as they will be able to know what social media to use to best reach each culture and what content to communicate based on the European consumers' individual motivations.en_US
dc.languageengen_US
dc.relation.ispartofInternational Journal of Tourism Researchen_US
dc.sourceInternational Journal of Tourism Research[ISSN 1099-2340],v. 20, p. 613-625en_US
dc.subject531290 Economía sectorial: turismoen_US
dc.subject.otherContent marketingen_US
dc.subject.otherCross‐culturalen_US
dc.subject.otherGlobalizationen_US
dc.subject.otherInformation sourcesen_US
dc.subject.otherMedia convergenceen_US
dc.subject.otherSocial mediaen_US
dc.titleThe paradox of cultural and media convergence. Segmenting the European tourist market by information sources and motivationsen_US
dc.typeinfo:eu-repo/semantics/Articleen_US
dc.typeArticleen_US
dc.identifier.doi10.1002/jtr.2210
dc.identifier.scopus85046123900-
dc.identifier.isi000443806900007-
dc.contributor.authorscopusid57193764608-
dc.contributor.authorscopusid57190668738-
dc.contributor.authorscopusid57201796777-
dc.description.lastpage625-
dc.description.firstpage613-
dc.relation.volume20-
dc.investigacionCiencias Sociales y Jurídicasen_US
dc.type2Artículoen_US
dc.date.coverdateSeptiembre 2018
dc.identifier.ulpgces
item.fulltextSin texto completo-
item.grantfulltextnone-
crisitem.author.deptDepartamento de Economía y Dirección de Empresas-
crisitem.author.deptEconomía, medioambiente, sostenibilidad y turismo-
crisitem.author.deptIU de Turismo y Desarrollo Económico Sostenible-
crisitem.author.deptDepartamento de Economía y Dirección de Empresas-
crisitem.author.deptDepartamento de Métodos Cuantitativos en Economía y Gestión-
crisitem.author.orcid0000-0001-6905-8073-
crisitem.author.orcid0000-0002-8494-8864-
crisitem.author.parentorgIU de Turismo y Desarrollo Económico Sostenible-
crisitem.author.fullNameAlmeida Santana, Arminda-
crisitem.author.fullNameMoreno Gil, Sergio-
crisitem.author.fullNameBoza Chirino, José-
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